Our good friend Kathy over at Creating Passionate Users is discussing how much teachers and advertisers could learn from one and the other. A generally good read, to be sure, but it reminded me of a phenomenon that I've been experiencing of late.
Now that the majority of television we watch is at least 'delayed' with our DishNetwork PVR, it's easy and worthwhile to skip over the commercials. Program coming on at three o'clock that you want to see? Go to that channel and let it start recording. In fifteen minutes come in and start watching. After skipping commercials, you will probably be just about caught up by the end of the program.
Now, the problem is, of course, that the advertisers are not capturing the eyes that they once did. There are efforts to remove the skip feature from devices and to have different advertising pop up on screen while a person is skipping.
Some advertisers are curing the problem a better way; At least in my mind. They are making advertisements that are... well, now what's that word?... ah, "Interesting"! I find that I'm skipping through the commercials and something catches my eye. I'll actually skip backward to take a look!
Nationwide insurance has done this with an ad that plays off of Lowe's/Home Depot. This couple gets home from the big-box hardware store with their new ceiling fan. They install it, turn it on, and WHOOOSHH! the whole ceiling is alit. Kind of sad, but it's very entertaining and eye catching.
Advertisers - Make your commercials interesting and I won't skip them. If they are lame, don't expect me to endure it longer than it takes to press a button. It's worth it.